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FAQs on Marketing distills the essence of Philip Kotlers decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years, such as:  What are the biggest challenges marketers face today? What skills do marketing managers need to be successful? What metrics can companies use to judge marketing performance? How are globalization and new technology affecting the role of marketing? What will the marketing department of the future look like?This landmark bestseller takes the reader inside the mind of a marketing genius. The penetrating insights and practical-minded guidance that it provides will be valued by marketing professionals, academics and general readers alike.